The future of greener, healthier buildings
Challenge
USGBC are the world’s most widely used green building system. They have been transforming how our buildings, cities and communities are designed, constructed and operated through LEED for over 30 years. They underwent an internal organizational strategy planning effort to meet evolving customer needs and needed help to position this work as well as develop the supporting, overarching narrative to get cut through and appeal to their audiences.
Solution
We developed their new positioning; ‘USGBC accelerates and scales the transformation of the built environment’, which alongside their new strategy, allowed them to solidify and expand their position as the lead organization advancing the vanguard of sustainable building practices. The work included developing a communications strategy considering the many different audiences they wanted to reach.
Impact
The repositioning of USGBC’s work has allowed them to increase awareness, understanding and adoption of their mission, values and the benefits of sustainable design practices. It’s helped built trust and credibility and drive engagement and encourage action, motivating building professionals, policymakers, and other stakeholders to actively participate in USGBC’s programs.